A hoodie that hugs

Design London Incubator start-up, Squease won the UK Research Councils' Business Plan Competition

Design London Incubator company Squease has won the £25,000  2010,  Research Councils UK Business Plan Competition for its smart clothing developed for people with Autistic Spectrum Disorders (ASD) to cope with anxiety and deal with stressful situations. 

When feeling mounting tension, the wearer can tell the garment to give a hug-like pressure – a squeeze. This creates a calming effect, leading to reduced stress and anxiety and helps them to feel safe and protected.  
 
Squease became part of the Design London Incubator, a joint project between Imperial College and the Royal College of Arts, in 2009 and the company now expect product sales in July 2011. 
 
David Willetts, Minister for Universities and Science said: "I am delighted that Squease Ltd has won first prize in the RCUK Business Plan Competition 2010. The UK has a long history of innovative and creative research and development, and this competition is an excellent way of encouraging researchers to expand their work, consider commercial opportunities and ultimately contribute to the UK economy. Initiatives such as this are important in demonstrating the value of UK research to business and industry around the world."
 
Sheraz Arif, Director of Squease Ltd. Said: “We are overjoyed that we won, especially given the quality of the other entries. I think it is fantastic that this year the Judges have selected a design innovation rather than going down a more conventional science or biomedical route. It’s yet more evidence of the increasing value of design’s role in innovation and enterprise.” 

Notes to Editors

Design London develops, teaches, researches and delivers radical new practices, tools and processes that transform the way organisations innovate, and helps them translate their creativity into commercial success.

We bring together creativity and expertise in design from the Royal College of Art, engineering from Imperial College's Faculty of Engineering and the business of innovation from Imperial College Business School.

For more information contact Mark Howard on +44 (0)207 594 9154 or 07725 159 796 or email mark.howard@imperial.ac.uk